Social Media and New Markets » Sports Marketing

Can IPL stay social? | Advantage social

zyaada — Wed, 10 Mar 2010 08:53:05 +0000

the sports extravaganza is here, and already we can see the social streams fighting each other in media..India’s prim and proper but poor middle class inherently prefer the non PC non You Tube video TV Ads and Media Contests as social collaboration,! Someone participating in this Nokia TVC for example could very well shut down use of Facebook and Twitter during the game.

Another tired lame and infuriatingly logical trouble maker is the fact that while You tube has made its circulation on highly objectionable material and ads that may lead brand marketers to give their social strategy to young anti social Twenty somethings, The PPP value of the Rupee fails to encourage global corporations unifying their processes for Copenhagen to even think of planning for a $5 bn Dollar IPL when making their friendly social strategy virals and plans. Witness Coke, Ford and any of the global banks in Asia..A simple fracture right in the collarbone, before you pick up the virtual bat

IPL opens research giga counters | Advantage Brands

zyaada — Mon, 08 Mar 2010 15:12:54 +0000

NASDAQ listed comScore (SCOR) came up with the true impact of IPL on the You tube enabled season 3. Now we know there are around 4-5 million You Tube players expected on for the various SUV and Insurance digital campaigns, as also Tendulkar. Online audiences have increased by 15% yoy in January 2010 to 40 million visitors. Total minutes spent on sports sites as also page views doubled, while the no. of visits increased from 22 million in Jan 2009 to 62 million in Jan 2010

Meanwhile competitor Nielsen reported that world-wide social media usage upped 80% to five and a half hours year on year Online games and instant messaging are the other popular engagement traps where people spent more time. 205 million of the 308 million unique visitors went to Facebook in December 2009. Aussies spent the maximum 6hrs 52 mins on social sites.

comScore, Inc. (NASDAQ: SCOR), a leader in measuring the digital world, today released a report on traffic to Sports sites in India as the country prepares for the India Premier League’s (IPL) third season. The study found that more than 10 million Internet users at home and work locations in India visited a sports site in January 2010, nearly double the number from the previous year.

“The sports category has experienced tremendous growth throughout the last year as more Indians turn to the Internet as their first source of up-to-the-minute news on their favorite teams and players,” said Will Hodgman, comScore executive vice president for the Asia-Pacific region. “January saw a particularly strong increase in traffic fueled by the IPL3 player auction on the 19th of the month. With IPL3 set to begin in March, we expect to see continued growth at many sports sites as fans prepare for the tournament’s return to India.”

More than 10 Million Visit a Sports Site in January

In January 2010, 10.3 million Internet users age 15 and older visited a sports site in India from a home or work location, an increase of 97 percent from the previous year. Yahoo! Cricket led as the most visited sports destination with nearly 4 million visitors, up 305 percent versus last year. ESPN grabbed the #2 position with 3.5 million visitors (up 109 percent) followed by Sify Sports with more than 1 million visitors (up 379 percent). Cricket-specific sites also posted strong visitation figures including CricBuzz.com (640,000 visitors), CricketNirvana.com (523,000 visitors),KrishCricket.com (306,000 visitors) and Cricketnext (278,000 visitors).

Have you tried the Japadog yet?

zyaada — Sat, 27 Feb 2010 05:21:33 +0000

Some innovation from the Vancouver Olympics…

An enormously popular food hit, the Japadog, a Japanese influenced sidewalk food item sold from a street kiosk, on the sidelines of the Vancouver 2010 Olympic Games, in Vancouver, Canada, 26 February 2010. The Asian influenced hot dog hit has created long lines in downtown Olympics host city – at times up to two blocks long. Owner Noriki Tamura is reported so enouraged by the huge response that he plans to expand to New York and Los Angeles in the USA.
Content © 2010 ZumaPress All rights reserved.

Check out his Facebook page to choose between Miso Mayo, Oroshi and Terimayo..Japadog@FB

According to his last tweet Shany Davis and Alex Bilodeau were among gold medalists going Om nom nom on the dogs..

Even as Mavs and Hawks try to save it and make the playoffs

zyaada — Sat, 27 Feb 2010 05:13:56 +0000

Dallas and Atlanta scrape through to the play offs as March Madness creeps ion on IPL season on Twitter

The Little Master | Advantage Sports

zyaada — Wed, 24 Feb 2010 17:05:38 +0000

When Sachin Tendulkar travelled to Pakistan to face one of the finest bowling attacks ever assembled in cricket, Michael Schumacher was yet to race a F1 car, Lance Armstrong had never been to the Tour de France, Diego Maradona was still the captain of a world champion Argentina team, Pete Sampras had never won a Grand Slam.When Tendulkar embarked on a glorious career taming Imran and company, Roger Federer was a name unheard of; Lionel Messi was in his nappies, Usain Bolt was an unknown kid in the Jamaican backwaters. The Berlin Wall was still intact, USSR was one big, big country.. Time stands frozen in front of Sachin Tendulkar. We have had champions, we have had legends, but we have never had another Sachin Tendulkar and we never will.
– Quote about Sachin in TIME, Thanks Parvin Jain.

This double centurion now has 93 Centuries in Tests and One Day International formats, scoring the first double hundred in the game. Sachin has been individually earning more than INR 400 million annually, a huge amount by Indian standards. These are the endorsements he is paid. for diverse campaigns like Pepsi, Visa and MRF(wound down last year). He earns an equal amount from Mumbai Indians in the IPL. Cricket’s biggest brand recently sublicensed the brand “Sachin Ramesh Tendulkar” to Reliance Communications during the last Cricket World Cup.

The current Indian Captain Dhoni also earns an equal amount in endorsements and plays for the Chennai Superkings.

However the LITTLE MASTER has till yesterday’s game been outbid by a ew in the IPL including Kevin Petersen and now team-mate Keiron Pollard. He is still in the prime of the game. Friendly competition between sports celebrities is likely to have a positive impact on the social web.

For more on the phenomenon head to Ten’s own

The Teens Brands: Electric Hybrids?

zyaada — Thu, 11 Feb 2010 17:03:10 +0000

Should they be at the Electronics Show? Or the Chicago Auto show?

Everyone's pushing electric hybrids now, even as Prius gets brakes out and Volt isn't ready

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Everyone’s pushing electric hybrids now, even as Prius gets brakes out and Volt isn’t ready. Kia has the Kia Ray which came out at the Chicago Auto Show. If! got it before us, the designers that they are..But Cars still belong to an auto show.

Bring it On, Cricket TV | Advantage Sports

zyaada — Tue, 09 Feb 2010 07:10:26 +0000

Sports Marketing can so easily be confused with selling the game on TV. In fact in its early days for the NFL and all that is American it used to be so true. Well, out here in Asia or for soccer, Europe, it is still very much true.

Think of a game, and automatically you think of the TV stars that made the game. The Tendulkars and the Sehwags in Cricket, the Bhaichung Bhutias in Indian soccer have an umbilical cord link with the game, and for us marketing people that cord is the TV Remote. India’s fortunes in Cricket are directly linked with its revenues from TV advertising. Other BRand promotions, events and the game itself were almost pushed to a secondary level everytime its revenues were at a peak.

The situation on the ground is the exact opposite. Players have struggled for real remuneration and spend retirement in various stages of ‘disuse’ and ‘disenchantment’. There are rare coaching opportunities, there are rare royalties and no one but yourself to remember your own records. The broadcasters and the marketers are conspicuous by their absence just 5-10 years ago. It was in this scenario that NEO Sports made a start in India as a game broadcaster, asking ESPN Star Sports and DD to face up to competition. The story of the NEO Sports franchise is thus as old as India’s new found hegemony in Sport.

Apart from its Cricket centric beginnings, it has also promoted the German Bundesliga with a recent 3 year contract. The Hockey World Cup is next. All NEO channels are paid additions to Cable and DTH households within the subcontinent and in the middle east and maybe UK. As recently as April 2009, NEO has received $64 million in funding from 3i and Oman Investment Fund.

Perfetti and Hero Honda are the anchor sponsors for NEO Sports and one can easily assume a less than $25 million billing for them at this stage when the entire cricket universe is $250 million, out of which a good $150 million goes to IPL. NEO Sports has made $95 million across the India Australia series in 2009 and the recent India Sri Lanka series. Even for the current SA visit, sponsorship bands are available for less than $2 million and advertising at $8k per 10s. Idea and Tata Docomo are both part of it since Airtel and Vodafone Zoozoos pretty much monpopolise everything IPL next month ( Our Telecom market is growing at 10 million connections a month and needs constant sustenance for the brand in the face of sometimes more than 5 players in each circle)

NEO also brings the Domestic Cricket league telecast to the 20 million DTH and over 80 million Cable Homes. The recent Lanka series infact crossed TRPs of 8 for the series where the Colors Big Boss and IPL opening matches and finals do not cross 12, A 5 or 6 average for TRP is good and that means 5 million TV Sets were on for the game

NEO is floated by Nimbus sports and in an earlier round of funding it had raised $125 million from Deutsche Bank and Americorp with 3i. It has Indian cricket rights only till the end of this year.

Among competitors Times Global and Network 18 Viacom would be looking for public funding this year. In rights bidding, ESPN Star may be still competing with MAX for future Cricket, Hockey and Soccer rights. Doordarshan as the only Terrestrial partner gets to carry any and all TV telecasts of games free. .For the Commonwealth games, TEN in Australia, SIS (UK) and SKY TV ( NZ ) are among those who have landed broadcast rights. DD/Prasar Bharti are host broadcasters for the game, including the first ever HD broadcast.

NEO campaigns are noted for their bent as pioneers of the game. Its tagline in 2007 was ‘The home of Indian Cricket’, its campaigns used as fillers when air time could not be sold in the early struggles. ‘Dhak Dhak Go’ from Hero Honda supplements the taglines for the FIH Hockey World Cup promotions.

NEO won 11 awards in the 2008 Promax BDA Broadcast Awards for its campaign shorts after the rules of Cricket were changed to bkeep spectators engaged. This years promos to watch are Power play, Rusty Nail and ‘Tension’

Dhoni and Sachin are batting for India as we write, and India are still holding on to the #1 position in Cricket.

Can the network raise the game? | Advantage Brands

zyaada — Sun, 07 Feb 2010 12:51:59 +0000

Can the network raise the bar, but it’s not that Sprint stadium

It’s okay, we know you didn’t come here just for the superbowl ads. Let’s tell you more, anyway. Analytics, and not the garden fly variety, are taking over the social world. When Twitter first started paining the game last year with billions of microbuzz d’drib’ molecules last year, it wasn’t early days but a lot of newbies like us built our franchise on it. This time, motorola is shooting for it. Also, there is the other USA today ad meter and hash tags like the #brandbowl #sbads and #SB44 from the company (The Firm)

No longer is it just about wracking your network wires on the you tube page, but that does not mean we have the best ready yet. Here is the USA today page in case you are missing the broadcast..and we recommend the #brandbowl during the game.

The Super Bowl ad touts not a single phone, but Motoblur, the company’s proprietary service that collects social networking data and sends content such as Facebook and Twitter updates to a phone in real time.

I never rooted for any of the Mannings, that ’s a lie — only Manning, Eli mid way in the Giants Season..but Drew Brees is our fave. Get in there.

Like other advertisers, Motorola is building online buzz for its Super Bowl spot. Its Web site has a video of three short, seemingly unrelated vignettes: a boy staring at a phone while something explodes in a microwave behind him; an Asian couple sitting sullenly at a table; and a truck running over a taco stand. Meanwhile, a teaser image for the ad shows a stylish bathtub filled with suds.

Alterian, a Chicago-based marketing company, has been tracking Super Bowl ad-related online conversations since early December. Heading into the weekend, Motorola ranked eighth of 35 advertisers in total volume of social media buzz. The company was 19th on Alterian’s social engagement index, which measures reach and popularity, and 33rd in sentiment.

Keith Tsang, product marketing manager at Alterian, said Motorola’s relatively low ranking could stem from its decision not to reveal its full ad online, as other brands have done.

The new Audi Spyder strikes!

zyaada — Thu, 04 Feb 2010 08:05:43 +0000

Those space frames look awesome. Again the adverts look stunning and might even be mandatory viewing during the Superbowl. Nah! just sayin’

The New York Yankees step out for Global Sport

zyaada — Wed, 03 Feb 2010 19:26:28 +0000

Social Media and New Markets » Sports Marketing

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